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This summer Just Born Inc.'s Mike and Ike chewy fruit-flavored candy will once again sponsor a summer radio program including promotions, giveaways, free candy and teen-relevant advertising.
The program follows last year's 12-week promotion that resulted in a 34-percent sales increase. The brain is now experiencing more than 13-percent growth for the year ending May 15, 2005.
"We continue to reinforce our 'FlavUp' positioning with our core teen audience through our marketing activities," said Doreen Perini, group product manager. "The radio program is just one tactic that has been a perfect fit for the Mike and Ike brand and its audience."
The program, which began June 13 and runs through July 10, asks consumers to listen for the Mike and Ike radio spots and promotions in New York, Chicago, Los Angeles, Philadelphia, Miami, Dallas, Atlanta, Baltimore, Boston, Charlotte, Orlando, Des Moines, Seattle, Portland, Spokane, Indianapolis, Minneapolis, Albany, Columbus, Pittsburgh and Syracuse.
In addition to the radio program, Mike and Ike launched new commercials on Fuse TV, the fourth most highly recognized teen TV brand in the United States, with the single highest concentration of teen audiences on cable or broadcast TV. Also on Fuse TV, the Mike and Ike Hip Hop Spot will debut on Saturday, June 25, at 10:30 p.m. Another element of the Fuse TV partnership is the on-pack instant win promotion where one grand prize winner can win a trip to New York City, get a mini-makeover and appear as a guest VJ on Fuse TV's hit show "Daily Download."
Along with the promotional 2.12-ounce bag, Mike and Ike is available in 1.1-ounce, 3-ounce, 8-ounce, 16-ounce and 5-pound packs.